Dhingana is stepping up its efforts to monetize its streaming service for Indian music after it introduced video-roll advertising, initially for its iOS app only.

The company — which has offices in Pune, India, and Sunnyvale, California — launched its advertising platform in August 2012 and it also offer a paid-for subscription for those who prefer an ad-free experience. The company says that its new ‘Premium Video Advertising’ feature is targeted at brands looking to reach its music-loving users with “TV quality commercials”.

Companies are now able to run 10-30 second pre- or post-roll clips that are integrated into the app, taking the place of album cover art or anything else that is on-screen. Since Dhingana provides only audio, the ads are displayed when there is a pause in a user’s activity, meaning that they are likely to come into contact with the device’s screen.

That is designed to keep the listening experience unaffected, CEO Rohit Bhatia explains:

Video is one of the best forms of advertising, delivering two-to-four times higher performance over regular display banner ads on mobile devices. Our video ads are carefully integrated to be shown when the user is already engaged with our music for several minutes to maximize the impact for the advertising brand without compromising the listening experience.

Launching for iOS — both iPhone and iPad — the ads will come to the Android app soon, but, already, Dhingana has recruited a major name, Coke, to kick things off (update: Dhingana tells us that although Coca Cola is an advertiser, it hasn’t specifically agreed to video ads at this time).

The move to introduce more interactive advertising comes three months after the hiring of Bhatia, and the company is likely to have solicited the opinion and feedback of Gokul Rajaram, Facebook’s product director for advertising, who joined its advisory board last year.

Bhatia has a number of ambitious goals and, in his first interview as CEO, he told TNW that he wants to make the service compelling enough for its users to listen for 2 hours each day. That’s roughly 60 hours per month, and would some way ahead of Spotify, which logs an average of 15-20 hours per month per user.

“I’d like Dhingana users to wake up and go to bed with Dhingana music, using it all through the day,” he said.

Founded in 2007 by twin brothers Swapnil and Snehal Shinde, Dhingana offers more than 1 million songs across 42 languages and claims a monthly active user base of more than 15 million. The service is available for iOS, Blackberry, Android, Symbian Windows Phone and via a Web-based player.

Dhingana raised a $7 million Series B round last year, and it competes with a number of Bollywood-focused streaming services, including Saavn and Times Internet-owned Gaana.